Customers can be unforgiving in the marketplace with lots of competition across industries, that’s why it’s imperative as a business owner to make sure you are providing a memorable experience. Award-winning speaker, author, and skills trainer Patricia Fripp once said, "It's not your customer's job to remember you; it's your obligation and responsibility to make sure they don't have the chance to forget you."

One of the most fruitful (and enjoyable) things you can do is to prioritize being in relationships with people you enjoy. Even if none of them are or work directly with your target clients, they each represent hundreds, if not thousands, of people they know. And chances are, people within their network are, or work with, your ideal clients.

Last week, I posted an article on the Impact of Relationship Building Challenges in Sales. The article explored what happens to salespeople who are skilled at selling, but aren’t very good at building relationships, as well as those who are great at building relationships but aren’t very skilled at selling. While there were some terrific insights, the one thing that was missing from the article was what great relationship builders do that everyone else fails to do.